coca-cola euro 2020 promotion

Coca-Cola European Partners (CCEP) is launching two new on-pack promotions in partnership with this summer’s UEFA Euro 2020 football tournament.

From 25 May, consumers will be able to scan QR codes on 500ml bottles of Coca-Cola Original Taste, Coca-Cola Zero Sugar (including cherry and vanilla-flavoured varieties), and 250ml cans of Coca-Cola Energy and Coca-Cola Energy Cherry, to see if they have won one of thousands of prizes.

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Prizes include Hisense televisions, Just Eat vouchers, PS4 access codes, and Coca-Cola fan kits with sunglasses and scarves.

Additionally, from 1 June, shoppers buying multipacks of cans of Coca-Cola Original Taste and Coca-Cola Zero Sugar will have the chance to win one of 5,000 limited-edition Coca-Cola UEFA Euro 2020 branded footballs.

Every time a ball is claimed, CCEP will donate another ball to a local community through its partnership with football charity StreetGames. Winners can pick which region of the UK they would like the ball to be donated to.

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Paul Hiskens, associated director for commercial development at CCEP GB, said: “The Coca-Cola brand always delivers during the football – and even with lots of sporting events cancelled last year, we still achieved 9% value growth in grocery and convenience. Our large PET bottles and multipacks of cans are performing especially well, with our 24-can multipack alone adding £111m in value over the last year. This is down to an increase in at-home occasions which we see as a continuing opportunity for the foreseeable future.”

CCEP will support both promotions with a new marketing campaign featuring popular footballers close to match schedules. PoS material will also be available to retailers from from the middle of May.